Molson Coors admonished for Facebook contest

Executives at Molson Coors Brewing Company are scratching their heads over the perplexing misinterpretation of their recent contest.

 Seeking, as everyone seems to be, for a way to sell things to kids on Facebook, Molson started a photo contest. College students were encouraged to enter photos of themselves partying on campus to win the contest.

 Curiously, some people thought this promoted underage drinking, perhaps because the average college student is under 21.

 After some public outcry, Molson, though apparently totally baffled by this, chose to take down the contest a week early.

 ”The whole realm of social media - there’s lots to learn,” said Ferg Devins, a vice president at Molson Coors. “It’s really a new area. We’re probably groundbreaking and leading in a lot of things we’ve been doing.”

 Well, I am pretty sure Zima was marketing alcohol to the underage set before this, but no doubt the Molson Coors set is setting trends of its very own. (Note: I just did some research and it turns out that Zima is a product of Molson Coors. Way to go, guys!)

 The other question, of course, is: why should Molson Coors be crucified for trying to sell alcohol to a demographic that is trying to buy alcohol? I kind of think it’s a waste of money to buy advertising aimed at a group so desperate to drink that they will hang around convenience stores for hours begging older strangers to buy beer for them, but I am no businessman. The point is, Molson Coors may not be crossing a moral line in promoting drinking to 19 and 20 year olds.

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